With an astute vision to lead the toy
industry in India,Mattel Toys, the world’s largest toy-maker, has
charted a more robust and aggressive retail strategy. In a move to strengthen
its retail presence and deepen market penetration, effectively targeting
millennial parents, Mattel has formed strategic alliances with India’s leading
e-commerce platforms – Amazon and Flipkart, to
exclusive stores for its iconic brands Barbie, Hot Wheels and Fisher
Price.
Mattel’s focus in India for the
financial year is to expand and reinforce its retail presence including
creating multiple solutions with e-commerce partners; where the industry
projects over 50% growth. The expansion on ecommerce is in line with Mattel’s
strategy to enhance accessibility of Mattel’s products and provide greater
value for money to consumers. With this move combined with ring-fencing
traditional trade, Mattel expects to expand their market reach by over
20% within Metro, Tier I and Tier II towns.
According to the Euromonitor data,
Mumbai, Delhi and Bengaluru are top markets for Mattel, followed by Hyderabad,
Chennai and Kolkata. The focus on strengthening e-commerce will ensure
expansion to other urban clusters across the country as well.
Said Ishmeet Singh, Country
Manager- India, Mattel Inc. “The Indian market is ever evolving and
the increasing spending power coupled with the convenience of e-commerce has
fueled our decision to create exclusive stores on leading platforms. We believe
that each toy comes with an intrinsic value that adds to the overall
development of a child. Our goal is to provide the best nurturing experience
for kids everywhere and these exclusive stores will offer the best products for
customers across the country.”
The exclusive stores for Barbie, Hot
Wheels and Fisher Price will showcase the entire product range across price
points, age groups and categories. The Barbie stores boast of a robust line of
dolls, playsets, doll houses, apparel and other licensed merchandise. The Hot
Wheels stores will showcase the wide range of die-cast cars and track sets, as
well as other merchandise. The Fisher Price store will house a wide range of
toys for new-borns and toddlers as well as building blocks from the Mega Bloks
range and toys from the line of Thomas and Friends; baby gear like portable
cots, strollers, feeding bottles and other developmental products like
convertible gyms and learning tablets.
Mattel Toys has focused its efforts
around the core philosophy of ‘Play with purpose’ – where each toy developed by
the global leader has an intrinsic benefit linked to it. The vision for Mattel
toys will continue to evolve and grow as a brand that is a trusted partner for
a parent and an integral aspect of every childhood.
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